{"id":234618,"date":"2026-01-27T12:44:20","date_gmt":"2026-01-27T11:44:20","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=234618"},"modified":"2026-01-27T12:44:28","modified_gmt":"2026-01-27T11:44:28","slug":"uredni-dokument-ktery-se-cte-dobrovolne-ano-jde-to","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/uredni-dokument-ktery-se-cte-dobrovolne-ano-jde-to\/","title":{"rendered":"\u00da\u0159edn\u00ed dokument, kter\u00fd se \u010dte dobrovoln\u011b? Ano, jde to."},"content":{"rendered":"[et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;|||&#8220; global_colors_info=&#8220;{}&#8220; custom_padding__hover=&#8220;|||&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; inline_fonts=&#8220;ABeeZee&#8220; global_colors_info=&#8220;{}&#8220;]<p><strong>Metodiky a standardy jsou pro organizace n\u011bco jako GPS: definuj\u00ed spole\u010dn\u00fd sm\u011br, jednotn\u00fd slovn\u00edk a d\u00e1vaj\u00ed jistotu, \u017ee cestou nezapomenete na d\u016fle\u017eitou odbo\u010dku. Jen\u017ee u rozs\u00e1hl\u00fdch metodick\u00fdch p\u0159\u00edru\u010dek se \u010dasto st\u00e1v\u00e1 jedna v\u011bc: Lid\u00e9 v\u011bd\u00ed, \u017ee v \u0161upl\u00edku jsou, ale sahaj\u00ed po nich, a\u017e kdy\u017e \u201eho\u0159\u00ed\u201c nebo kdy\u017e mus\u00ed zp\u011btn\u011b dohledat, kde se stala chyba.<\/strong><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.4&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.16&#8243; custom_padding=&#8220;|||&#8220; global_colors_info=&#8220;{}&#8220; custom_padding__hover=&#8220;|||&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<p><span style=\"font-weight: 400;\">U projektu pro Ministerstvo pro m\u00edstn\u00ed rozvoj jsme proto ne\u0159e\u0161ili jen to, aby dokument <\/span><i><span style=\"font-weight: 400;\">Standardy projektov\u00e9ho \u0159\u00edzen\u00ed<\/span><\/i><span style=\"font-weight: 400;\"> dob\u0159e vypadal. Na\u0161\u00edm c\u00edlem bylo, aby se v n\u011bm dalo bleskov\u011b zorientovat a aby ho lid\u00e9 cht\u011bli pou\u017e\u00edvat i v b\u011b\u017en\u00e9m provozu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A proto jsme zvolili <\/span><b>komiks<\/b><span style=\"font-weight: 400;\">. Ne jako designov\u00e9 \u201epozl\u00e1tko\u201c, ale jako funk\u010dn\u00ed form\u00e1t pro p\u0159enos slo\u017eit\u00e9ho obsahu.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">(Detaily realizace a uk\u00e1zky najdete v na\u0161\u00ed <strong><a href=\"https:\/\/www.magnas.cz\/en\/ministerstvo-pro-mistni-rozvoj-cr\/\">p\u0159\u00edpadov\u00e9 studii MMR<\/a><\/strong>)<\/span><\/i><\/p>\n<h1><\/h1>\n<h1>\u00dakol: P\u0159etavit proces v intuitivn\u00ed mapu<\/h1>\n<p><span style=\"font-weight: 400;\">Zad\u00e1n\u00ed bylo jasn\u00e9: p\u0159ev\u00e9st metodiku projektov\u00e9ho \u0159\u00edzen\u00ed do formy, kter\u00e1 z\u016fstane terminologicky p\u0159esn\u00e1, ale z\u00e1rove\u0148:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400; text-align: left;\" aria-level=\"1\"><strong>bude \u010diteln\u00e1 i pro lidi, kte\u0159\u00ed nemaj\u00ed \u010das prokous\u00e1vat se stostr\u00e1nkov\u00fdmi manu\u00e1ly,<\/strong><\/li>\n<li style=\"font-weight: 400; text-align: left;\" aria-level=\"1\"><strong>poslou\u017e\u00ed jako rychl\u00e1 navigace,<\/strong><\/li>\n<li style=\"font-weight: 400; text-align: left;\" aria-level=\"1\"><strong>bude natolik srozumiteln\u00e1, \u017ee se k n\u00ed lid\u00e9 budou vracet v pr\u016fb\u011bhu pr\u00e1ce, ne a\u017e ex post.<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Jin\u00fdmi slovy: Na\u0161\u00edm c\u00edlem nebylo obsah \u201eo\u0159ezat\u201c, ale zkr\u00e1tit cestu k jeho pochopen\u00ed.<\/span><\/p>\n<h2><\/h2>\n<h1>Pro\u010d komiks? Proto\u017ee mozek miluje zkratky<\/h1>\n<p><span style=\"font-weight: 400;\">\u010cist\u011b textov\u00fd dokument nut\u00ed \u010dten\u00e1\u0159e k n\u00e1ro\u010dn\u00e9 ment\u00e1ln\u00ed pr\u00e1ci: mus\u00ed si v hlav\u011b postupn\u011b skl\u00e1dat kontext \u2013 kdo m\u00e1 jakou roli, co je v\u00fdstup a jak na sebe kroky navazuj\u00ed. Komiks tento proces \u201ehackne\u201c. Obraz d\u00e1v\u00e1 okam\u017eit\u00fd kontext (situaci, hierarchii, vztahy) a text u\u017e jen vysv\u011btluje detaily.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tady p\u0159ich\u00e1z\u00ed ke slovu <\/span><b>v\u011bda o p\u0159edv\u00edd\u00e1n\u00ed (tzv. Predictive Processing).<\/b><span style=\"font-weight: 400;\"> N\u00e1\u0161 mozek toti\u017e nefunguje jako pasivn\u00ed kamera, ale jako stroj na odhady: neust\u00e1le tipuje, co uvid\u00ed d\u00e1l, a podle toho d\u00e1vkuje pozornost. Kdy\u017e mu d\u00e1te jen nekone\u010dn\u00e9 sloupce textu, po chv\u00edli vyhodnot\u00ed, \u017ee je to moc n\u00e1ro\u010dn\u00e9, a prost\u011b p\u0159epne na \u00fasporn\u00fd re\u017eim. Komiks n\u00e1m dovolil tuhle \u00fanavu obej\u00edt a pracovat se dv\u011bma v\u011bcmi najednou:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Rychl\u00e1 orientace:<\/b><span style=\"font-weight: 400;\"> Obrazov\u00e1 sch\u00e9mata mozek \u201ep\u0159elousk\u00e1\u201c a\u017e 60 000\u00d7 rychleji ne\u017e text.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Vizu\u00e1ln\u00ed kotvy:<\/b><span style=\"font-weight: 400;\"> Jemn\u00e9 posuny oproti o\u010dek\u00e1v\u00e1n\u00ed (nap\u0159. ne\u010dekan\u00e1 postava nebo metafora) funguj\u00ed jako bud\u00ed\u010dek pro pozornost. Nejsou to vtipy pro vtipy, ale sign\u00e1ly: <\/span><i><span style=\"font-weight: 400;\">\u201ePozor, tohle je kl\u00ed\u010dov\u00fd bod procesu.\u201c<\/span><\/i><a href=\"https:\/\/www.magnas.cz\/en\/ministerstvo-pro-mistni-rozvoj-cr\/\" style=\"font-size: 16px;\"><\/a><span style=\"font-size: 16px;\">.<\/span><\/li>\n<\/ul>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<h1>Mikrop\u0159ekvapen\u00ed: T\u0159i momenty, kter\u00e9 udr\u017e\u00ed pozornost<\/h1>\n<p><span style=\"font-weight: 400;\">Abychom udr\u017eeli \u010dten\u00e1\u0159e ve st\u0159ehu, vlo\u017eili jsme do vizu\u00e1lu drobn\u00e9 \u201eh\u00e1\u010dky\u201c. Tady jsou p\u0159\u00edklady:<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8220;1_3,2_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;1_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<p><b><\/b><\/p>\n<p><b>Kick-off jako zkou\u0161en\u00ed:<\/b><span style=\"font-weight: 400;\"> <\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00edsto such\u00e9ho popisu zah\u00e1jen\u00ed v\u00e1s hned ude\u0159\u00ed ot\u00e1zka: <\/span><i><span style=\"font-weight: 400;\">\u201eCo je vlastn\u011b c\u00edlem?\u201c<\/span><\/i><span style=\"font-weight: 400;\"> T\u00edm jsme vyp\u00edchli to nejpodstatn\u011bj\u0161\u00ed \u2013 projekt neza\u010d\u00edn\u00e1 podpisem dokumentu, ale <\/span><b>shodou<\/b><span style=\"font-weight: 400;\"> nad p\u0159\u00ednosem a rol\u00ed.<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8220;2_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_image src=&#8220;https:\/\/www.magnas.cz\/wp-content\/uploads\/2026\/01\/2025-MMR-komix-web-1-scaled.png&#8220; title_text=&#8220;2025-MMR-komix-web-1&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; max_height=&#8220;240px&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8220;1_3,2_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;1_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<p><b style=\"font-size: 16px;\">Projektov\u00e1 kancel\u00e1\u0159 jako mudrc:<\/b><b><\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u010cek\u00e1te \u00fa\u0159edn\u00edka za stolem, ale potk\u00e1te moudr\u00e9ho pr\u016fvodce. Tenhle drobn\u00fd vizu\u00e1ln\u00ed posun okam\u017eit\u011b komunikuje, \u017ee projektov\u00e1 kancel\u00e1\u0159 tu nen\u00ed od \u201epap\u00edrov\u00e1n\u00ed\u201c, ale od toho, aby v\u00e1m dala r\u00e1mec, metodiku a radu (CO\/KDY\/JAK).<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8220;2_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_image src=&#8220;https:\/\/www.magnas.cz\/wp-content\/uploads\/2026\/01\/2025-MMR-komix-web-2.png&#8220; title_text=&#8220;2025-MMR-komix-web-2&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; max_width=&#8220;35%&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8220;1_3,2_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;1_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<p><b>P\u0159ed\u00e1n\u00ed do servisu jako \u0161tafeta:<\/b><span style=\"font-weight: 400;\"> <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Konec projektu nen\u00ed \u201efajfka\u201c v seznamu. Je to p\u0159ed\u00e1n\u00ed kol\u00edku do provozu. Jednoduch\u00e1 metafora p\u0159ipom\u00edn\u00e1, \u017ee bez kvalitn\u00ed dokumentace a p\u0159ed\u00e1n\u00ed se cel\u00e1 ta n\u00e1ro\u010dn\u00e1 \u201eb\u011b\u017eeck\u00e1 trasa\u201c m\u016f\u017ee v c\u00edli zhroutit.<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8220;2_3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_image src=&#8220;https:\/\/www.magnas.cz\/wp-content\/uploads\/2026\/01\/2025-MMR-komix-web-3.png&#8220; title_text=&#8220;2025-MMR-komix-web-3&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; max_width=&#8220;35%&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.5&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<h1>Jak jsme metodiku \u201erozpohybovali\u201c<\/h1>\n<p><span style=\"font-weight: 400;\">Aby komiks nesklouzl k infantilit\u011b, ale z\u016fstal funk\u010dn\u00edm n\u00e1vodem, dr\u017eeli jsme se striktn\u00edho postupu:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Destilace:<\/b><span style=\"font-weight: 400;\"> Vyt\u00e1hli jsme to, co je nutn\u00e9 pochopit v prvn\u00edch deseti vte\u0159in\u00e1ch.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Situov\u00e1n\u00ed:<\/b><span style=\"font-weight: 400;\"> P\u0159eklopili jsme such\u00e9 kroky do re\u00e1ln\u00fdch situac\u00ed (kdo co \u0159e\u0161\u00ed a pro\u010d).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Vizu\u00e1ln\u00ed syst\u00e9m:<\/b><span style=\"font-weight: 400;\"> Vytvo\u0159ili jsme jasnou navigaci, aby \u010dten\u00e1\u0159 v\u011bd\u011bl, kde se zrovna nach\u00e1z\u00ed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Terminologick\u00e1 preciznost:<\/b><span style=\"font-weight: 400;\"> Jazyk jsme zjednodu\u0161ili, ale odborn\u00e9 pojmy zachovali v pln\u00e9 s\u00edle.<\/span><\/li>\n<\/ol>\n<h1>Co si z toho odn\u00e9st (i mimo st\u00e1tn\u00ed spr\u00e1vu)?<\/h1>\n<p><span style=\"font-weight: 400;\">Kdy\u017e pot\u0159ebujete lidem p\u0159edat slo\u017eit\u00e9 know-how, zkracov\u00e1n\u00ed textu \u010dasto nesta\u010d\u00ed. Skute\u010dn\u011b funguje:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">D\u00e1t lidem vizu\u00e1ln\u00ed kontext hned v \u00favodu.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vysv\u011btlovat na konkr\u00e9tn\u00edch situac\u00edch, ne v abstraktech.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vyu\u017e\u00edt mikrop\u0159ekvapen\u00ed k tomu, aby se kl\u00ed\u010dov\u00e9 body neztratily v textov\u00e9 hlu\u0161in\u011b.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Komiks se n\u00e1m na MMR osv\u011bd\u010dil jako precizn\u00ed n\u00e1stroj. D\u00e1v\u00e1 \u010dten\u00e1\u0159i mapu, kterou si nejen p\u0159e\u010dte, ale hlavn\u011b zapamatuje.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; custom_margin=&#8220;1px||1px|||&#8220; inline_fonts=&#8220;ABeeZee&#8220; global_colors_info=&#8220;{}&#8220;]<h3><\/h3>\n<p><strong>M\u00e1te ve firm\u011b metodiku, kterou nikdo ne\u010dte, a\u010dkoliv je pro v\u00e1\u0161 byznys kl\u00ed\u010dov\u00e1? Mo\u017en\u00e1 sta\u010d\u00ed zm\u011bnit formu a d\u00e1t va\u0161emu obsahu novou energii. <a href=\"https:\/\/www.magnas.cz\/en\/kontakt\/\">Ozv\u011bte se n\u00e1m<\/a>, r\u00e1di s v\u00e1mi probereme, jak va\u0161e procesy \u201erozpohybovat\u201c.<\/strong><\/p>\n<p><b><\/b><\/p>\n<blockquote><\/blockquote>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;||0px|||&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.27.4&#8243; _module_preset=&#8220;default&#8220; custom_margin=&#8220;1px||1px|||&#8220; global_colors_info=&#8220;{}&#8220;]<h3><\/h3>\n<p><strong style=\"font-size: 16px;\">Pro v\u00edce informac\u00ed ze sv\u011bta marketingu n\u00e1s nezapome\u0148te sledovat na <a href=\"https:\/\/www.instagram.com\/magnas.media\/\">Instagramu<\/a>,\u00a0<a href=\"https:\/\/cz.linkedin.com\/company\/magnascz\">LinkedIn<\/a> \u010di nov\u011b na <a href=\"\/en\/YouTube%20Magnas\/\" title=\"https:\/\/www.youtube.com\/@magnascz\">YouTube.<\/a><\/strong><\/p>\n<p><b><\/b><\/p>\n<blockquote><\/blockquote>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]","protected":false},"excerpt":{"rendered":"<p>Metodiky a standardy jsou pro organizace n\u011bco jako GPS: definuj\u00ed spole\u010dn\u00fd sm\u011br, jednotn\u00fd slovn\u00edk a d\u00e1vaj\u00ed jistotu, \u017ee cestou nezapomenete na d\u016fle\u017eitou odbo\u010dku. Jen\u017ee u rozs\u00e1hl\u00fdch metodick\u00fdch p\u0159\u00edru\u010dek se \u010dasto st\u00e1v\u00e1 jedna v\u011bc: Lid\u00e9 v\u011bd\u00ed, \u017ee v \u0161upl\u00edku jsou, ale sahaj\u00ed po nich, a\u017e kdy\u017e \u201eho\u0159\u00ed\u201c nebo kdy\u017e mus\u00ed zp\u011btn\u011b dohledat, kde se stala chyba.U [&hellip;]<\/p>","protected":false},"author":2,"featured_media":234619,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<!-- wp:paragraph -->\n<p><strong>P\u0159edposledn\u00ed \u00fanorov\u00fd t\u00fdden se Brno prom\u011bnilo ve zlatou lo\u010f marketingu. A my jsme u toho nemohli chyb\u011bt, zvl\u00e1\u0161t\u011b kdy\u017e jsme letos ji\u017e pot\u0159et\u00ed zaujali pozici partnera festivalu. Je\u0161t\u011b plni dojm\u016f p\u0159in\u00e1\u0161\u00edme p\u00e1r post\u0159eh\u016f z paluby i z podpalub\u00ed, kde jsme rozlo\u017eili n\u00e1\u0161 Magnas pou\u0165ov\u00fd st\u00e1nek.<\/strong><br><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Akci zah\u00e1jila \u00fatern\u00ed exkluzivn\u00ed party v pivovaru Harry, kter\u00e1 byla prvn\u00ed p\u0159\u00edle\u017eitost\u00ed k neform\u00e1ln\u00edmu networkingu. St\u0159eda pak pat\u0159ila t\u011bm, kte\u0159\u00ed to prvn\u00ed ve\u010der p\u0159\u00edli\u0161 nep\u0159ehnali a m\u011bli v kapse vstupenku na jeden z velmi \u017e\u00e1dan\u00fdch a rychlost\u00ed blesku vyprodan\u00fdch workshop\u016f. T\u00e9mata byla opravdu pestr\u00e1, od produktov\u00e9 analytiky a\u017e po vyu\u017eit\u00ed trendu na TikToku pro budov\u00e1n\u00ed zna\u010dky.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u010clen\u016fm na\u0161eho PPC t\u00fdmu se zada\u0159ilo z\u00fa\u010dastnit se workshopu Honzy Barto\u0161e, kter\u00fd se v\u011bnoval nastaven\u00ed strategii v\u00fdkonnostn\u00edch Facebook a Instagram reklam pro leto\u0161n\u00ed rok. V r\u00e1mci dopoledn\u00edho bloku \u0161kolen\u00ed se v\u011bnovali kl\u00ed\u010dov\u00e9mu t\u00e9matu, kter\u00fdm je p\u0159\u00edstup k aktu\u00e1ln\u00edm trend\u016fm v oblasti v\u00fdkonnostn\u00edch kampan\u00ed na META platform\u00e1ch, se zvl\u00e1\u0161tn\u00edm zam\u011b\u0159en\u00edm na m\u00f3dn\u00ed segment. Workshop od n\u00e1s dost\u00e1v\u00e1 plusov\u00e9 body za praktick\u00e9 rady, kter\u00e9 pomohou efektivn\u011bji vyu\u017e\u00edvat tyto platformy pro zv\u00fd\u0161en\u00ed v\u00fdkonu online kampan\u00ed, pota\u017emo e-shop\u016f.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Inspirativn\u00ed pohled na problematiku brandu p\u0159inesla Anna Mejsnarov\u00e1 ve workshopu I mal\u00e1 zna\u010dka m\u016f\u017ee zaz\u00e1\u0159it. Odnesli jsme si z n\u011bj poznatek, \u017ee zna\u010dky nesm\u00ed ztr\u00e1cet odvahu se odli\u0161it, a to zvl\u00e1\u0161t\u011b dnes, kdy jsme denn\u011b vystaveni des\u00edtce tis\u00edc reklamn\u00edch sd\u011blen\u00ed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Workhop Svat\u00fd gr\u00e1l marketingov\u00e9 analytiky: Inkrementalita, Atribuce a MMM<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>v pod\u00e1n\u00ed p\u00e1n\u016f Jaroslava Slavi\u010dinsk\u00e9ho a Marka Kobulsk\u00e9ho nab\u00eddl komplexn\u00ed vhled do kl\u00ed\u010dov\u00fdch aspekt\u016f efektivn\u00edho hodnocen\u00ed marketingov\u00fdch investic. \u00da\u010dastn\u00edci se v\u011bnovali hodnocen\u00ed brandov\u00fdch i performance aktivit, v\u010detn\u011b jejich siln\u00fdch a slab\u00fdch str\u00e1nek z pohledu implementace do re\u00e1ln\u00e9ho prost\u0159ed\u00ed. Diskutovalo se o rozd\u00edlech mezi atribu\u010dn\u00edm modelov\u00e1n\u00edm a Marketing Mix Modelingem (MMM) i o tom, jak vyhodnotit offline nebo brandovou kampa\u0148 s ohledem na sez\u00f3nu, po\u010das\u00ed, konkurenci a dal\u0161\u00ed faktory, jako jsou standardn\u00ed prodeje (baseline), a pod\u00edvali jsme se na to, jak\u00fd m\u00e1 re\u00e1ln\u00fd dopad situace, kdy nejsou podporov\u00e1ny kampan\u00ed. V\u0161e je zkr\u00e1tka o datech, kter\u00e1 v Magnas m\u00e1me r\u00e1di. Mizej\u00edc\u00edmi cookies n\u00e1s nedostanou!<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Na workshopu zam\u011b\u0159en\u00e9m na B2B a SaaS p\u0159edstavili Radek Hud\u00e1k a Lukas Mehnert na strategii kampan\u00ed Shoptetu a Smartlookum, jak se lze dostat \u201eZ 0 na 100 milion\u016f do 5 let\u201c. Ocenili jsme, \u017ee nab\u00eddli pohled na netradi\u010dn\u00ed marketingov\u00e9 kan\u00e1ly typick\u00e9 pro toto odv\u011btv\u00ed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><br>Za kreativn\u00ed t\u00fdm hodnot\u00edme jako jeden z nejlep\u0161\u00edch st\u0159ede\u010dn\u00edch po\u010din\u016f workshop Marketoonisty Toma Fishburna, kter\u00fd n\u00e1m poodhalil tajemstv\u00ed techniky vizu\u00e1ln\u00edho vypr\u00e1v\u011bn\u00ed. Prakticky jsme si vyzkou\u0161eli, jak pomoc\u00ed tu\u017eky a pap\u00edru p\u0159iv\u00e9st n\u00e1pady k \u017eivotu a posl\u00e9ze je poutav\u011b odprezentovat.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Kdo zvl\u00e1dl ve zdrav\u00ed no\u010dn\u00ed tah sp\u0159\u00e1telen\u00fdmi podniky Nov\u00fd Whisk\u00e1\u010d, 4pokoje, Bar, kter\u00fd neexistuje a bar Slast, mohl si vychutnat \u010dtvrte\u010dn\u00ed hv\u011bzdnou sestavu p\u0159edn\u00e1\u0161ej\u00edc\u00edch na celodenn\u00ed konferenci. Co n\u00e1s zaujalo?&nbsp;&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Sv\u011btov\u011b uzn\u00e1van\u00e1 inov\u00e1torka a expertka v oboru Decision Science Cassie Kozyrkov osv\u011btlila vyu\u017eit\u00ed datov\u00e9 v\u011bdy v marketingu a zp\u016fsob, jak mohou data zm\u011bnit p\u0159\u00edstup firem k z\u00e1kazn\u00edk\u016fm.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Scott Brinker z Hubspotu se zam\u011b\u0159il na v\u00fdvoj marketingov\u00fdch technologi\u00ed a na to, jak tyto n\u00e1stroje mohou pomoci marketingov\u00fdm t\u00fdm\u016fm k v\u011bt\u0161\u00ed efektivit\u011b.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>V\u00fdzkumn\u00e1 profesorka Ehrenberg-Bass Institutu na Univerzit\u011b Ji\u017en\u00ed Austr\u00e1lie Jenni Romaniuk nab\u00eddla pohled na budov\u00e1n\u00ed zna\u010dek a na to, jak v\u011bdeck\u00fd p\u0159\u00edstup k brandingu m\u016f\u017ee v\u00e9st k lep\u0161\u00edmu pochopen\u00ed z\u00e1kazn\u00edk\u016f. Je n\u00e1m ct\u00ed, \u017ee pan\u00ed profesorka v\u011bnovala Magnas svou knihu, tak\u017ee se m\u016f\u017eeme ve voln\u00fdch chv\u00edl\u00edch no\u0159it do hlubin datov\u00e9 psychologie.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Tom Fishburne, zn\u00e1m\u00fd jako Marketoonist, uk\u00e1zal, jak\u00fdm zp\u016fsobem m\u016f\u017ee storytelling a obecn\u011b humor v marketingu zlep\u0161it zapojen\u00ed z\u00e1kazn\u00edk\u016f. Mimo jin\u00e9 zm\u00ednil, \u017ee je lep\u0161\u00ed \u017e\u00e1dn\u00e1 ne\u017e \u0161patn\u00e1 personalizace, a v tom s n\u00edm rozhodn\u011b souhlas\u00edme.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Steen Rasmussen z IIH Nordic sd\u00edlel sv\u00e9 zku\u0161enosti s inovacemi v oblasti dat a vysv\u011btlil, jak mohou tyto inovace ovlivnit marketingov\u00e9 strategie.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Richard Shotton, konzultant a odborn\u00edk v aplikaci behavior\u00e1ln\u00edch v\u011bd, mnoh\u00e9 p\u0159ekvapil poznatky ohledn\u011b motivac\u00ed k lidsk\u00fdm rozhodnut\u00edm a demonstroval to na moha konkr\u00e9tn\u00edch p\u0159\u00edkladech.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Andr\u00e9 Morys, zakladatele a CEO spole\u010dnosti konversionsKRAFT, skv\u011ble uchopil t\u00e9ma P\u0159izp\u016fsob se, nebo zem\u0159i. Nabil publikum sv\u00fdm skv\u011bl\u00fdm smyslem pro humor a velmi relevantn\u00edmi post\u0159ehy. Ve zkratce: Nebojte se selhat, b\u00fdt agiln\u00ed, testovat, ov\u011b\u0159ovat, \u0159\u00eddit se daty a m\u011bnit chov\u00e1n\u00ed. V dne\u0161n\u00ed dob\u011b je to jedin\u00e1 cesta jak se prosadit a usp\u011bt.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Po celou dobu konference jsme byli host\u016fm k dispozici na na\u0161em Magnas pou\u0165ov\u00e9m st\u00e1nku, kter\u00fd l\u00e1kal nejen na laserovou st\u0159elnici, kolo \u0161t\u011bst\u00ed a p\u00e1rky v rohl\u00edku, ale i na seri\u00f3zn\u00ed debatu ohledn\u011b \u0161\u00ed\u0159e na\u0161ich slu\u017eeb a realizovan\u00fdch projekt\u016f. B\u011bhem toho nebyl nikdo zran\u011bn, z\u00e1jemci si rozebrali v\u0161echny ply\u0161ov\u00e9 medv\u00eddky a nav\u00e1zali jsme mnoho kontakt\u016f, na jejich\u017e prohlouben\u00ed v n\u00e1sleduj\u00edc\u00edm obdob\u00ed se moc t\u011b\u0161\u00edme.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Ze z\u00e1v\u011bre\u010dn\u00e9ho ve\u010d\u00edrku na Fl\u00e9d\u011b si toho, a\u017e na DJ Ventolina, moc nepamatujeme. U\u017e se t\u011b\u0161\u00edme na p\u0159\u00ed\u0161t\u00ed ro\u010dn\u00edk akce, kter\u00fd v dubnu 2025 bude des\u00e1t\u00fdm jubilejn\u00edm a bez pochyby nem\u00e9n\u011b vyda\u0159en\u00fdm.<\/p>\n<!-- \/wp:paragraph -->","_et_gb_content_width":"1080","footnotes":""},"categories":[1],"tags":[],"class_list":["post-234618","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00da\u0159edn\u00ed dokument, kter\u00fd se \u010dte dobrovoln\u011b? Ano, jde to. | Magnas<\/title>\n<meta name=\"description\" content=\"Jsme kreativn\u011b medi\u00e1ln\u00ed uskupen\u00ed propojuj\u00edc\u00ed medi\u00e1ln\u00ed a kreativn\u00ed slu\u017eby. Stav\u00edme na \u00fazk\u00e9m propojen\u00ed strategie, medi\u00e1ln\u00edho pl\u00e1nov\u00e1n\u00ed, offline i online v\u00fdkonu, kreativn\u00edch n\u00e1pad\u016f a produkce. Pom\u00e1h\u00e1me firm\u00e1m rozv\u00edjet p\u0159\u00edb\u011bh jejich zna\u010dky, p\u0159in\u00e1\u0161\u00edme strategick\u00fd pohled do jejich byznysu nebo \u201ejen\u201c pom\u00e1h\u00e1me r\u016fstu prodej\u016f. Ka\u017ed\u00e1 organizace m\u00e1 jin\u00e9 pot\u0159eby, pom\u00e1h\u00e1me spole\u010dn\u011b nastavit ty spr\u00e1vn\u00e9 c\u00edle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.magnas.cz\/en\/uredni-dokument-ktery-se-cte-dobrovolne-ano-jde-to\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00da\u0159edn\u00ed dokument, kter\u00fd se \u010dte dobrovoln\u011b? 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